THE HYBRID CEO®

Strategy + Execution = Innovation

Driving ROI in Any Economy
 TABLE OF CONTENTS

The Foundation for The Hybrid CEO® …………………………………………………………. 1

Putting the “Execution” Back in “Chief Execution Officer”

Strategy Based Execution ……………………………………………………………………………. 2

Milestones – The Language of Strategy ………………………………………………………. 3

Leverage and Scalability ……………………………………………………………………………… 4

Metrics – The Language of Execution ………………………………………………………… 6

Seven Hidden Assets of Business Mastery………………………………………………… 7

Skyrocket the Results of Your Business ………………………………………………………. 9

© 2010 CEO Mastery, Inc. All Rights Reserved.

 The Foundation for The Hybrid CEO®
Putting the “Execution” Back in “Chief Executing Officer”

Ask Tony Hsieh of Zappo’s, Steve Jobs of Apple or Bill Gates of Microsoft. There is
a new breed of executive roaming the corporate landscape. These business
leaders invent instead of predict. They use both sides of the brain. They collect
skills and change mindsets. They inject creativity into everything they do. They
lead, inspire, discover, influence, formulate, tear down and build up.

It seems the only thing they cannot do is remain still.

These executives print the new currency of competition – innovation.

In times like these, the CEO is no longer just the visionary or the founder of the
company. With all the advances in technology, and in this new economy, the CEO
has to survive and prosper as a multi-faceted practitioner. A Hybrid CEO®.

What this means is that the CEO can not only think but also act to create the
desired and sometimes required results in the marketplace. We at CEO Mastery
train the next generation of CEOs who are deeply committed to their companies,
holding the vision and leadership of their organization, yet they sometimes lack
the tactical know-how to execute on it.

What Is a Hybrid CEO®?

As a Hybrid CEO®, you have already mastered fundamental business skills. What
you need is the skills and perspective to make sense of a fast-changing world, plan
under uncertainty, recognize market-busting opportunities for growth, view
finance through the lens of the shareholder, shape sound governance policies,
and ensure continued effective leadership. As a Hybrid CEO®, you are called to:

 Challenge outdated assumptions: Think systemically and metaphorically,

calling into question traditional thought processes and exploring business
challenges from new vantage points.

© 2010 CEO Mastery, Inc. All Rights Reserved. 1

  Build on core functional competencies: Be exposed to information and
perspectives on key business drivers of success: understanding financial
levers, creating shareholder value, becoming market-driven, assessing the
impact of information and technology, and sustaining competitive
advantage.
 Shift to new leadership paradigms and behaviors: Investigate unfamiliar
contexts, and calibrate your risk-taking profile, while getting insights into
how organizational systems and processes influence performance.
 Assess your leadership advantages and plan your future: This means you
can safely explore attitudes, strengths and blind spots, and take advantage
of other masterful CEO’s divulging the ingredients of their success, using
what is relevant to capitalize yours.
 Uncover the emerging business issues in key parts of the world: What are
the culture, market dynamics and business challenges and opportunities in
the emerging economies of the world: China, Southeast Asia, Eastern
Europe, Latin America and Africa? How do they affect you, and more
importantly, how do *you* leave your footprint on them?
 Engage in a strategic education: Ultimately what matters is how you apply
what you have learned. This is what CEO Mastery is committed to: helping
you to connect the theoretical to the practical, relating research to the
pressing business challenges you face.

Strategy Based Execution

You are only one business obstacle away from a sustainable, profitable,
innovative, multi-million dollar company. Only the potential of your business is
determined by talents, knowledge and commitment. Add the amount of time and
effort you spend trying to grow your business, and the potential seems to be just
over the horizon. But, the actual success of your company is determined by your
constraints.

Read the above paragraph again – aloud – and as you hear the words, think about
them.

Now let’s say it differently this time:

© 2010 CEO Mastery, Inc. All Rights Reserved. 2

The potential growth and profitability of my company depends on what I put into
it. The actual growth and profitability of my company will be determined by the
things that limit or cancel my return on that investment. Only when I eliminate
my constraints – the things that block my path – will my actual success rise to the
level of my potential success.

This is truly a revolutionary thought: The entire human potential movement is

focused on the wrong thing. It’s not about increasing your potential. It should be
about increasing your actual success!

Every year, CEO’s and other executives spend billions of dollars on books, courses,
seminars that promise to leverage their strengths, increase their knowledge, or
intensify their commitment through motivation. You’ve probably done it yourself.

And every morning, millions of business owners and entrepreneurs – including

you – go to work and put in back-breaking hours and expend every ounce of
energy they have into their businesses. They think they’re doing what is required
to be successful. In truth, all they are doing is what’s required to create the
potential for success.

Since when has THAT become your goal?

It is time to go back to the fundamentals: strategy is only the beginning – theories

provide a great contextual start, but the real success of your leadership and
company is measured by the results the strategy generates in the marketplace.
Not how brilliant the idea, but how brilliant its execution toward a sustainable,
tangible result.

Milestones – The Language of Strategy

No executive ever has enough time nor information to make a perfect decision
every time. Your success is based on your ability to navigate the marketplace
effectively, relative to your competition and environmental constraints. When
you know your position, you can devise a strategy, and the timeline to achieve
your desired results, using milestones as guideposts to anticipate obstacles,
delays and future success.

© 2010 CEO Mastery, Inc. All Rights Reserved. 3

This is a simple exercise in orientation, observation, decision making, and action,
skills long lost or misused within the executive ranks due to politics, economic
uncertainty, and technological shifts. This has resulted in a public perception of
mistrust of corporate leadership, investment reticence from financial capital
sources, increased regulation, and instability.

It is difficult enough to maneuver your company through the choppy waters of

these turbulent times, but to do so with a clear vision toward strategy and
producing results quickly and dynamically takes leadership, tactical know-how
and resource coordination.

This puts you in a unique position. How do you accomplish more, with limited
time and resources, in a tighter marketplace, with a jaded and more educated
consumer base, and sharper competition?

Leverage and Scalability

If you are asking yourself, “How in the world could I double the productivity and
profitability of my business while doing less?”, the answer will not be found in a
business school curriculum, or an executive or management program. You need
to build a scalable business that provides you, the business leader, with the
maximum amount of leverage possible.

That is why knowing your true business parameters are so important. It exposes
you, maybe for the first time, to the reason why you are not performing at the
level you know you should. And the answer is your business is not currently set up
to help you achieve and then surpass your corporate and individual key
performance indicators (iKPI’s).

The next reason you need to know your iKPI’s is it serves as the barometer for
which activities you should personally be spending your time on and which
activities you should be delegating. The trick is to consistently focus on those
activities that can raise your production and profitability. By delegating market
intelligence, analytics and internal tracking, you can then focus on your primary
business objective: increasing customer acquisition, leveraging retention and
maximizing customer value.

© 2010 CEO Mastery, Inc. All Rights Reserved. 4

We have surfaced two concepts crucial to raising your profitability: scalability and
effective delegation management. Let’s take a look at scalability first:

In our coaching program, we spend a considerable amount of time focused on

building up the leverage and scalability of our participants’ businesses.
Unfortunately, details are beyond the scope of this white paper, but we can
certainly get you started.

You Already Know Enough

Most corporate leaders never get close to their profit potential because they
mistakenly believe that what is keeping them from generating that kind of money
is missing knowledge. And while there might be an element of truth to the
missing knowledge theory, it is really only applicable if you are brand new to the
business and have very limited marketing knowledge. If you do not fall into that
category then knowledge is not your primary problem. Getting outside help for
more theory is not the answer. You should be looking for practitioners to show
you the way based on their proven results.

Program Management v Strategy Execution

In order to be successful, you simply must learn how to execute strategy.

Unfortunately, most executive management teams approach program execution
all wrong. Their flawed thinking begins with the very first question that they ask
themselves: “Where or how can I get this done the cheapest?” They begin with
the end in mind, without regard to the resources, time requirements and tactical
know-how to get there.

The answer to the above leads to a lot of disappointment, frustration, missed

opportunities and heartache. The reason why is that it displays a deep level of
ignorance about what makes program implementation successful. Frankly, the
question borderlines on the absurd.

First off, it’s the wrong question because the cheapest solution is almost never
the most reliable, or the quickest, or the most knowledgeable, or the best choice.
When all is said and done, the old saying that you get what you pay for is really
true. And since we have already established that your time has value, when you

© 2010 CEO Mastery, Inc. All Rights Reserved. 5

waste it by having to continually spend time on the activity (course correcting,
micro-managing, etc.) even if you outsourced it, it costs you a great deal more
than you might think.

If your focus is on getting the activity done, as opposed to achieving the actual
strategic result, you are being seduced by the “flavor of the month” program-
management mentality, versus using customized strategy to produce results for
your organization. When you consider the total amount of time you dedicate to
program selection, finding and hiring a vendor, and the consequently ineffectual
implementation, it is quite expensive. What makes this approach even worse is
that there is always a greater risk in dealing with cookie-cutter methodology than
an external professional who has a deep understanding of your business
concerns, and has a track record of delivering the desired end results.

The bad news is: Even when you purposefully engineer outsourcing relationships
for program execution, things can and do still go wrong.

Metrics – The Language of Execution

Forrester Research lists one of the primary business challenges as not having the
right metrics for measuring performance. Most business leaders understand
metrics but don’t fully appreciate how easy it is to rate your current performance,
spot opportunities, and effectively manage your business, as well as your vendor
relationships, through metrics.

Your company's pushing the limits, people are busier than ever before, everyone's
doing more with less. Frustration's setting in, and people are making simple
mistakes. Endless meetings, paperwork, busywork. And you keep hearing,
"There must be a better way of working!"

That's the difference between a results-oriented culture, and an activity-oriented

culture. In an activity-oriented culture, being "busy" and sheer effort (regardless
of outcome) is recognized and rewarded. Everyone's so focused on doing more
with less that they take their eye of the prize.

© 2010 CEO Mastery, Inc. All Rights Reserved. 6

In a results-oriented culture, your daily activities are planned quarterly, and
aligned with the initiatives and projects you're responsible for. In turn, these
initiatives and projects were previously planned to support the goals and strategy
of your organization. In results-oriented cultures, individuals learn the benefits of
responsibility, self esteem, and accountability.

You need to establish appropriate measures at all leadership levels of your

organization. We'll show you exactly how to set up your measures, and we'll show
you how to fix performance problems mid-course, to help you get back on
track. By incorporating best practices of balanced scorecards, KPIs, and
performance management, the tracking performance component of the CEO
Mastery program enables you to transparently track performance measures using
easy-to-read grade-cards.

Obviously, there’s a lot more to metrics, but if you just start thinking about what
metrics you could use to judge your own performance as well as your teams and
external resource relationships you’ll be light years ahead of where most business
leaders are today.

Seven Hidden Assets You Must Leverage

What would it be like to go about your daily routine in a completely un-routine
way? To discover the leverage in doing the right work, strategic work – as
opposed to doing the busy work, the tactical work?

What would it be like to discover to think about your company from a completely
different perspective? A perspective that brings structure, clarity and order to
your business development efforts. That perspective is represented in a proven
model we call “The Seven Centers of Business Mastery.”

This business management solution helps you see your business as an organized
unit comprised of seven sub-systems that produce extraordinary results
immediately. This is our way of organizing the way you work on your business,
instead of just in it. It's a perspective that brings structure, order and clarity to
your business while paving the way to creating real equity as well as predictable
income.

© 2010 CEO Mastery, Inc. All Rights Reserved. 7

 The Seven
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Master Your Self - Leadership:
The core center that provides the vision,
direction and purpose for the entire
business is you!

Meaningful Service - Marketing:

Understand your best customers by
doing the research and analysis that
identifies who they are, where they are,
and why they buy from you. This way,
you design a purposeful, effective lead
generation, conversion and client
fulfillment process to systematically
attract customers to your products and
services, convert them into customers, and then deliver on the promises you
make to them.

Master the Finances - Money:

Establish, track and maintain predictable cash flow. This means controlling the
movement of money within the business and creating the company’s financial
value.

Management Your Systems - Operations:

The way in which you manage people, systems and resources. This means, are
you assembling, training and motivating the right team? Are they producing
results by leveraging the resources in your business? This also encompasses the
infrastructure and culture of your company.

Measure Your Milestones - Metrics:

All expert pilots have a dashboard that gives them an immediate quick peek into
how they are flying, where they are going and the need to course-correct. By
getting clear on your milestones and what metrics to include in your business

© 2010 CEO Mastery, Inc. All Rights Reserved. 8

 dashboard, you systematically produce faster, more profitable results – because
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Make Mistakes Strategically – Innovation:
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key is to use those mistakes, and the strategies that didn’t work or were poorly
executed, not as a source of shame to be swept under the rug, but as valuable
feedback to foster the next level of innovation and growth.

Mentor Significantly – Contribution & Legacy:

What will personal and financial freedom mean for you? And whom will you
impact with your growth and development? How do you get there from here?
Imagine a business that works without you, freeing you to do the work you want
to do instead of the work you have to do. When you being to establish your
objectives, the business value, build value and cash flow, and develop your own
contingency plan, then you can exit your business gracefully – whether it’s passing
ownership to your employees, your family, your community, or selling to a third
party for top dollar.

Skyrocket the Results of Your Business

Transform Ideas into Action

One new idea can transform your career, business and life. Challenge your
assumptions and the way you look at your business. We work with you to
translate these new insights into actions that will have a profound impact on your
organization. While we will expose you to the best thinking in business, the most
important ideas just may be the ones inspired by your experience with CEO
Mastery.

Rise to the Challenge of Leadership

While your career may have been defined by your business knowledge and
personal skills, your future success will be defined by your leadership capabilities.

© 2010 CEO Mastery, Inc. All Rights Reserved. 9

 How will you address challenges? How will you motivate others? How will you
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CEO Mastery delivers insights on leadership, negotiation, managing human
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transform the way you lead, encouraging you to become an agent of change in
your organization.

See the Big Picture

To be a visionary is to see more. The world is complex and changing rapidly.

Global shifts, new technologies, and other forces create new possibilities for and
threats to your business. Can you identify your next opportunity?

A leader discerns patterns, reframes challenges, and identifies opportunities. CEO

Mastery provides specific tools and insights to help you recognize patterns in the
marketplace, and convert ideas into strategies. These include insights on a variety
of key issues, from technologies such as social media to market-busting strategies
for identifying growth areas.

CEO Mastery is designed to open your eyes to new possibilities so that you can
take your organization in new directions. But it does more than that. It offers a
sense of perspective. It helps you develop the vital leadership skill of recognizing
patterns and seeing opportunities in your own career and business environments.

What Is Next?

Through customized solutions delivering best practices, strategies and execution

coaching, we provide the expertise that business leaders need to grow the
businesses they want, at the pace they need to stay competitive, profitable and
sustainable.

We understand you have pressing needs that you need addressed as quickly as
possible. Perhaps you need help in simplifying your leads generation process, or
increasing customer conversion - or hundreds of other "we need this fixed NOW"
kind of projects.

© 2010 CEO Mastery, Inc. All Rights Reserved. 10

This document requires Adobe Reader
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Please understand, however, that the very nature of
business challenges is never ending, and the more
successful you become at executing your strategy,
the more diverse - and more intense - your
challenges will become. The business climate of the
day requires a new type of CEO: a CEO with vision,
can develop strategy, drive tactical implementation,
and produce the results to the very end.
That's why we offer CEO Mastery as a complete
program for organizations that become committed
to learning what they need to do to effectively
execute their strategy. If you are looking to become
that CEO, then CEO Mastery is the competitive
advantage you need to take your personal
leadership and business performance to new levels.
Contact us today for your CEO Mastery assessment.
Please Call (305) 851-5655
© 2010 CEO Mastery, Inc. All Rights Reserved.
version
After nine years of intense research
and development, and hundreds of
man-years of field-testing, we've
learned that the ONLY WAY for your
organization to achieve continual
business improvement requires a
"complete" program; one that
consists of a practical and repeatable
methodology, combined with on-
going coaching and innovative
software to enable your organization
to get better - and stay better -
every day.
We're passionate about building and
bettering organizations, better
people, and better lives. And, we've
assembled a talented and very
experienced group of business and
technology professionals, each of
which is focused on solving the most
critical business challenge of them
all: executing strategy.
Our mission is: "Executing Strategy
Masterfully through Visionary
Leadership.” And it's what keeps us
up at night.
For more information, visit
http://www.ceomasteryseries.com
CEO Mastery
Corporate Headquarters
1784 W. Northfield Blvd. Suite 162
Murfreesboro, TN 37129
305.851.5655 office
305.513.5190 fax
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